To attract and convert their leads, data centers must educate prospects on how to solve their challenges. It is essential for businesses to build trust with clients and prospects to ensure they believe in your team to fix their problems. Content is the key to developing a trusting client relationship.

A key enabler is broadband Internet because it’s now a lot cheaper and widely available. As a result, more devices are now built with Wi-Fi capabilities. Further, sensors have also been built into these devices, and this goes way beyond your common smartphones and tablets.

Most data centers typically invest 1%-2% in annual revenue and growth. The data center providers knocking this out of the park typically invest 10% or more of their projected annual revenue. Additionally, they are investing across the board in marketing, content, product, and sales, supporting a much more rapid growth funnel.

The truth is, in 2017, IT companies must adopt theinbound method if they want to stay relevant and competitive. Consumers today are more informed and prepared to do research before they buy—a model inbound marketing is structured to appease.

In content marketing, creating remarkable copy requires you to know your target market. In other words, have a clear idea of whom you are writing to. Otherwise, the content will come across as author-centric, and the audience will not be inclined to share it.

If there are other copywriters on your IT company’s marketing team, lack of a clear buyer persona for the company services will require them to write to their internal readers instead, causing a lack of consistency in the overall company message.